Media Obsessions and the #balmainarmy

Being an avid instagram user myself, I often find myself looking to models and celebrities to see what is popular.  A recent trend  that I have seen growing ever more popular is the merging of young high fashion designers and young models and actresses.  To expand on this let me present an example of the mega popular Balmain and the brands designer Olivier Rousteing.  Almost every model and celebrity has donned the luxury brand’s clothing to major events such as the most recent Grammy Awards where stars ranging from Beyonce to Jane Fonda wore his designs.  Olivier uses what I consider a powerful marketing tool to label all of those who wear his designs part of his #balmainarmy which somehow solidifies the brand.  Models as well are also part of the Balmain army, especially the most well known Cara Delevingne and Kendall Jenner who are almost always seen with Olivier and often wear the luxury Brand.  These mega media moguls post constantly and the brand is further exposed to millions of followers every second.  This is truly the era of social media and the ability of prominent figures such as models and celebrities to promote what they wear whether it be on instagram, twitter, Facebook, etc.  Just to name some other well known celebrities who have worn his designs and posted about it or wore it during the past several weeks include Rihanna, Kim Kardashian, Miley Cyrus, Miranda Kerr, Gisele Bundchen, Jourdan Dunn, Selena Gomez, and Lana Del Rey.  This is only the tip of the iceberg.  When this many people who are in the media constantly are seen wearing the brand, the ability of Balmain to spread around the world grows exponentially.  Below is a link for a look behind the scenes at one of Rousteing’s inspiration for Balmain who just happens to be a mega star, Rihanna, for one of his seasonal collections for the Spring/Summer 2014.  In this clip he refers to her as being powerful, and that is exactly what she is.  Rihanna, like so many other’s I have mentioned, promote Balmain to grow and become a popular and powerful brand as well.  In this age of media explosion, one can’t help but wonder what the next obsession will be…


One thought on “Media Obsessions and the #balmainarmy

  1. The ability to tag, organize, and network can both expand and isolate groups. You now have a way to reach more people, but predictive analytics and individuals ability to curate connections can reinforce their own biases and interests. How might this affect the future of fashion (and communication)?

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